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Under Armour: Soccer
Team 5
Alicia Tindall
Brandon Nolting
Courtney Kolpin
Jay Snyder
Mary Snyder
AGENDA
Background
Current Marketing Issues
Soccer in the US
Under Armour Soccer 2014
Objectives
Target Market
Positioning
MARCOM Plan
Budgets
Ads
Summary
BACKGROUND
Began in 1996
Largest Market is Football
Growing Internationally
Looking to capitalize on soccer
2014 FIFA World Cup
Primary goal and focus
CURRENT
MARKETING ISSUES
Three Large Competitors
Nike, Adidas, and Puma
N. America=94% of Net Revenue
Current Strategy
Sports marketing, media, and retail presentation
US SOCCER
ESPN Increases Coverage
ESPN showing more soccer than ever
Solo Soccer Channels
FOX has solo soccer channel
NBC English Premiere League Channel
UA SOCCER
2014
Premiere League Presence
Tottenham Hotspurs, England
Colo-Colo, Chile
NCAA Sponsorships
Notre Dame
Combine & Youth events
Premiere international athletes and recruits
FUTURE
OBJECTIVES
Expand International Sponsorships
Premiere and World Cup teams
Present At International Events
In advertising and sponsorships
Connect With The Next Generation
Adapt to the changing soccer market
Improve Global Market Presence
TARGET
MARKET
Current: Active Teens and Adults
2020 Expansion: Global soccer
players
Segments: Clubs, US, Europe, and
South America
POSITIONING
Current: Tough and Rugged
Image of quality by advanced technology
Future Focus: Advancement
Continue making innovation focus
Infuse brightness and color
Create family associations
Soccer is a way of life
POSITIONING
STATEMENT
“For international soccer players,
Under Armour is the soccer apparel and
gear that deliver the most innovative and
effective product available, because only
Under Armour is developing products to
improve the performance of premiere
athletes everywhere.”
MARCOM
PLAN
Cause Marketing
Inner city and under developed outreach
International Team Sponsorship
Through Europe and South America
Building Momentum for 2020
International Event Sponsorship for 2014 & 2018
World Cup and the 2016 Summer Olympics
BUDGET
2013 Marketing Budget=$256M
Conservative growth of $20M/year
$250,000 For World Cup TV Ad
During match ad
Multiple purchased for coverage
$3,000 For Full Page World Soccer
Ad
Number of ads would increase as the World Cup
gets closer
BUDGETMEDIA TYPE 2014 QUANTITY 2018 QUANTITY 2020 QUANTITY
TOTAL TYPE
SPENDING
Commercial
Development
($40,000)
2 2 1 $200,000
World Cup 2014
Commercial
($250,000)
8 N/A N/A $2,000,000
World Cup 2018
Commercial
($280,000)
N/A 10 N/A $2,800,000
World Soccer Ad
2014 ($3,000)
20 N/A N/A $60,000
World Soccer Ad
2018+ ($3,300)
N/A 30 12 $138,600
Team Acquisitions
($200,000)
5 10 12 $5,400,000
TOTAL SPENDING $3,140,000 $4,979,000 $2,479,600
% OF MARKETING
BUDGET
1.1% 1.4% .6%
PRODUCT
ADJUSTMENTS
More Color, Brightness, and Flare
Use of Lightweight Material
Carbon fiber, support fiber, thin plastics
Parallel Innovation
Nike Flywire, AdiZero tech, Nike sock tech
Replaceability and Customization
Cleats, laces, logos
Nike ID
PRODUCT
IDEA
GENE 1
PRINT AD
Simple Concept
Family Correlation
Makes soccer a pride
point
World Cup
Commercial
Summary
Continue to Lean on Innovation
Target the Next Generation
Position For Success
Plan that Builds Momentum
Strategic Use of Budget
New, Trending Product Line
Ads that Hit Home with the Market
Questions
Thank you for your time.

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410 presentation

  • 1. Under Armour: Soccer Team 5 Alicia Tindall Brandon Nolting Courtney Kolpin Jay Snyder Mary Snyder
  • 2. AGENDA Background Current Marketing Issues Soccer in the US Under Armour Soccer 2014 Objectives Target Market Positioning MARCOM Plan Budgets Ads Summary
  • 3. BACKGROUND Began in 1996 Largest Market is Football Growing Internationally Looking to capitalize on soccer 2014 FIFA World Cup Primary goal and focus
  • 4. CURRENT MARKETING ISSUES Three Large Competitors Nike, Adidas, and Puma N. America=94% of Net Revenue Current Strategy Sports marketing, media, and retail presentation
  • 5. US SOCCER ESPN Increases Coverage ESPN showing more soccer than ever Solo Soccer Channels FOX has solo soccer channel NBC English Premiere League Channel
  • 6. UA SOCCER 2014 Premiere League Presence Tottenham Hotspurs, England Colo-Colo, Chile NCAA Sponsorships Notre Dame Combine & Youth events Premiere international athletes and recruits
  • 7. FUTURE OBJECTIVES Expand International Sponsorships Premiere and World Cup teams Present At International Events In advertising and sponsorships Connect With The Next Generation Adapt to the changing soccer market Improve Global Market Presence
  • 8. TARGET MARKET Current: Active Teens and Adults 2020 Expansion: Global soccer players Segments: Clubs, US, Europe, and South America
  • 9. POSITIONING Current: Tough and Rugged Image of quality by advanced technology Future Focus: Advancement Continue making innovation focus Infuse brightness and color Create family associations Soccer is a way of life
  • 10. POSITIONING STATEMENT “For international soccer players, Under Armour is the soccer apparel and gear that deliver the most innovative and effective product available, because only Under Armour is developing products to improve the performance of premiere athletes everywhere.”
  • 11. MARCOM PLAN Cause Marketing Inner city and under developed outreach International Team Sponsorship Through Europe and South America Building Momentum for 2020 International Event Sponsorship for 2014 & 2018 World Cup and the 2016 Summer Olympics
  • 12. BUDGET 2013 Marketing Budget=$256M Conservative growth of $20M/year $250,000 For World Cup TV Ad During match ad Multiple purchased for coverage $3,000 For Full Page World Soccer Ad Number of ads would increase as the World Cup gets closer
  • 13. BUDGETMEDIA TYPE 2014 QUANTITY 2018 QUANTITY 2020 QUANTITY TOTAL TYPE SPENDING Commercial Development ($40,000) 2 2 1 $200,000 World Cup 2014 Commercial ($250,000) 8 N/A N/A $2,000,000 World Cup 2018 Commercial ($280,000) N/A 10 N/A $2,800,000 World Soccer Ad 2014 ($3,000) 20 N/A N/A $60,000 World Soccer Ad 2018+ ($3,300) N/A 30 12 $138,600 Team Acquisitions ($200,000) 5 10 12 $5,400,000 TOTAL SPENDING $3,140,000 $4,979,000 $2,479,600 % OF MARKETING BUDGET 1.1% 1.4% .6%
  • 14. PRODUCT ADJUSTMENTS More Color, Brightness, and Flare Use of Lightweight Material Carbon fiber, support fiber, thin plastics Parallel Innovation Nike Flywire, AdiZero tech, Nike sock tech Replaceability and Customization Cleats, laces, logos Nike ID
  • 16. PRINT AD Simple Concept Family Correlation Makes soccer a pride point
  • 18. Summary Continue to Lean on Innovation Target the Next Generation Position For Success Plan that Builds Momentum Strategic Use of Budget New, Trending Product Line Ads that Hit Home with the Market